Challenge:
Whataburger fans seriously love their burgers. Some even drive hundreds of miles just to get one. But in the late ’80s, Whataburger started feeling squeezed by the value menu chains, and it became harder to charge the higher price worthy of their product. They needed to get back to their perch above fast food—and they wanted a partner to help them get there. With the founder’s son now at the helm of the company, we went to work on a complete brand renewal.

Whataburger A.1. Thick & Hearty Farewell Campaign

Once a year, Whataburger offered the A.1. Thick & Hearty Burger, topped with a splash of genuine A.1. steak sauce. It was a true fan favorite. But a big name competitor jumped on board and started offering a similar product. To stay original, Whataburger decided to retire the old favorite.

Challenge:
When Whataburger decided to pull the A.1. Thick & Hearty Burger from the menu for good, we knew customers would not take it lightly.

Idea:
Create a way for fans to pay their respects — and let the healing begin.